Like Nike and Adidas before it, Under Armour is embracing non-fungible tokens (NFTs). The American sportswear company has released 2,974 of them, each a digital replica of the Genesis Curry Flow shoe that Steph Curry was wearing on Dec. 14, when he broke the NBA’s record for total three-point shots. The NFTs were designed by Curry’s wife, Ayesha Curry, along with the artists Andrea McDonald and Floyd Norman. They use the record-breaking total – 2,974 – as a graphic element and make reference to other Curry-related lore. They are also purportedly the first functional shoes in the so-called metaverse, the virtual-reality setting for networked games. In other words, they are “wearable” in three gaming platforms: Gala Games, Decentraland and The Sandbox – the last being the Ethereum-based platform with which Adidas struck a deal in early December. Genesis Curry Flow NFTs are on sale at 2974.currybrand.com for $333.00 a piece. Net revenue from primary sales are being donated to sports charities.

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